| Abstract [eng] |
The aim of the research was to investigate formation of the image of a professional basketball player and one’s club team as well as opportunities for its application. The research objectives were the following: to investigate the conception of the notion of image; to analyse the structure of image and its types; to define the place of image in marketing; to project the opportunities for application of the image of a professional basketball player. The theses consist of three parts. The first part is theoretical. It reveals the conception of the notion of image, explores the types and structure of image and displays the factors. The second part is methodical; and the third – the research – part deals with investigation of the image of a basketball player and one’s club. This part contains the research on environment that assesses the image of a professional basketball player and one’s team, the factors that form one’s image as well as the opportunities for application of the image. Moreover, the theses present recommendations on improvement of the image of a basketball player and one’s club on the base of data of the research carried out and the theoretical part; summary in both Lithuanian and English, the research methods and organisation, conclusions, the list of references (64 sources), annexes. The volume of the work is 62 pages. |
